Amazon has announced a major upgrade to Seller Assistant, its AI assistant inside Seller Central. The update adds three main features:
- Workflows that monitor and handle routine tasks around the clock
- Persistent memory of each seller’s business
- A new Amazon Selling Partner plugin that brings Seller Assistant into outside AI tools, starting with Amazon Quick and, in beta, Anthropic’s Claude
The announcement came on September 23, 2026, from Mary Beth Westmoreland, Amazon’s Vice President of Worldwide Selling Partner Experience. It’s Amazon’s clearest move yet from AI that answers sellers’ questions to AI that does the work for them.
Key Highlights
| Feature | What It Does | Availability |
|---|---|---|
| Seller Assistant workflows | Automations that run continuously, even when you’re not logged in | Announced; part of Seller Assistant |
| Persistent memory | Remembers your pricing patterns, inventory cycles and growth goals | Across Seller Central, Quick and Claude |
| Selling Partner plugin | Connects your Amazon data and Seller Assistant to outside AI tools | Beta for US store sellers; international expansion to follow |
| Amazon Quick integration | Build pricing, listing or restock agents alongside your other business data | Launching now |
| Claude integration | Access Seller Assistant inside Claude, connected in about 60 seconds with no coding | Beta |
| Free Amazon Quick Plus | 12 months free for primary account holders globally, plus two co-workers | Sign up by December 31, 2026 |
| Cost of new Seller Assistant features | No additional charge | All eligible sellers |
From Chat Assistant to Always-On Agent
Amazon first launched Seller Assistant in 2023 as a generative AI helper that answered questions and surfaced insights. It later added agentic capabilities, so the assistant could plan and take actions on a seller’s behalf, with the seller’s permission.
Adoption has been strong. Amazon says Seller Assistant is now available to more than 90% of its selling partners worldwide in their native language. It has hundreds of thousands of active users, and sellers accept its recommendations more than 90% of the time.
Seller Assistant is built on Amazon Bedrock using Anthropic’s Claude models. Amazon says seller data stays within Amazon’s infrastructure and isn’t shared outside the company.
New Feature 1: Seller Assistant Workflows
Until now, Seller Assistant acted only when a seller asked it to. Workflows change that. They are custom automations that keep monitoring your business, spot changes and respond, even when you’re not logged in to Seller Central.
How workflows work:
- Describe the task in plain language. For example: “Alert me if any of my top 10 products drop below a 4-star rating and draft a response plan.”
- Set your guardrails. You decide the limits the workflow must follow.
- Choose the mode. A workflow can either only recommend actions, or take actions on your behalf.
- Approve actions. When a workflow takes action, you review and approve it before it’s carried out.
- Check the audit trail. Every action is logged, so you can see exactly what happened and why.
To help sellers get started, Amazon offers prebuilt templates for:
- Monitoring account health
- Summarising orders
- Analysing pricing trends
- Finding product expansion opportunities
Sellers can also build custom workflows from scratch. More advanced examples include watching a category for competitive openings, then adjusting prices and refreshing listings when one appears.
New Feature 2: Persistent Memory and Deeper Reasoning
Seller Assistant now remembers each seller’s pricing patterns, inventory cycles and growth goals. This memory carries across Seller Central, Amazon Quick and Claude, so you don’t lose context when you switch tools. Amazon says recommendations should become more tailored the more you use it.
The assistant also connects insights across different parts of your business. For example, if you ask how a product is performing, it can spot a competitive signal, link it to an advertising or cross-promotion opportunity, suggest listing improvements and draft a recommendation. Each suggestion comes with its reasoning. For visual analysis, sellers can open a canvas workspace to model scenarios, compare pricing strategies and diagnose campaign performance using live data.
New Feature 3: The Amazon Selling Partner Plugin
This is the most significant change for how sellers work day to day. Amazon says 90% of its selling partners already use third-party AI tools to run their businesses. Rather than making sellers do everything in Seller Central, Amazon is bringing Seller Assistant to the AI tools they already use.
The plugin connects a seller’s Amazon data to their chosen AI agent, including:
- Listing contributions
- Real-time performance metrics
- Inventory levels
- Sales analytics
The plugin can do more than read data. It can take actions on your Amazon business, just as Seller Assistant can inside Seller Central. Amazon says every plugin interaction has clear limits on what it can access, requires human approval for actions, and keeps a complete audit trail.
Plugin in Amazon Quick
Amazon Quick is AWS’s AI assistant for work. It creates documents and spreadsheets, runs deep research, and connects to your email, calendar and files, across phone, web and desktop. With the plugin, sellers can combine their Amazon data with finance, marketing and manufacturing data in one place. They can also build dedicated agents, such as a pricing agent, listing agent or restock agent. Quick shows what it plans to do and waits for approval before acting.
Jigar Thakkar, Vice President of Agentic AI for Business at AWS, said Quick gives sellers an agent that understands the context of their whole operation and learns their preferences over time.
Plugin in Claude (Beta)
Many sellers already use Claude alongside their accounting software, supplier systems and other sales channels. With the beta plugin, they can connect their Amazon account and access Seller Assistant’s insights inside Claude, set up in about 60 seconds with no coding.
Eric Burns, Field CTO at Anthropic, said the plugin brings Seller Assistant’s data-driven insights into sellers’ Claude accounts alongside their existing accounting and supplier connections, so recommendations reflect the whole business.
Amazon says it plans to add more third-party AI tools to the plugin over time.
Free Amazon Quick Plus for 12 Months
Every primary account holder globally can sign up for a free 12-month Amazon Quick Plus subscription, available through December 31, 2026. Primary account holders can also give a free year to two additional co-workers.
Early Seller Feedback
Beta testers report significant time savings. James Oliver, founder of Atlas Bar and an Amazon selling partner, said he used to spend hours manually connecting his Amazon data to AI tools. He described the difference simply: “What took an afternoon now happens instantly.”
What This Means for Indian and Global Sellers
The plugin is currently in beta only for sellers in Amazon’s US stores, with international expansion planned. Sellers on Amazon.in and other marketplaces can’t use the plugin yet. However, Seller Assistant is available to most selling partners worldwide, and the free Quick Plus offer is open globally to primary account holders. It’s worth claiming before the December 31 deadline so you’re ready when the plugin reaches your marketplace.
Expert View: How to Use AI Automation Safely
I’ve managed Amazon accounts through more than a decade of tool launches. Automation can save a lot of time, but badly set up automation can damage an account quickly. Here’s how I’d approach these features:
- Start in recommendation-only mode. Let workflows suggest actions for a few weeks before you let them act. Check the quality of the recommendations first.
- Set strict guardrails on pricing. Always define minimum and maximum prices before any workflow adjusts them automatically. One bad repricing rule during a sale can wipe out your margin.
- Automate monitoring first. Account health alerts, rating drops and low-stock warnings carry little risk and deliver value quickly.
- Review the audit trail every week. Audit logs only protect you if someone reads them.
- Keep people making strategic decisions. AI works best on repetitive tasks. Brand positioning, new product launches and major advertising budget changes still need experienced judgment.
The bigger picture is that Amazon is making AI part of how sellers run their businesses, not just an optional extra. Small teams can now automate work that once needed a full operations staff. Sellers who learn to use these tools well, with the right guardrails, will have a real advantage over those who ignore them or automate without controls.
Frequently Asked Questions
What is Amazon Seller Assistant?
Seller Assistant is Amazon’s AI assistant inside Seller Central. It answers questions, surfaces insights and, with the seller’s permission, takes actions such as pricing and restock planning. It’s built on Amazon Bedrock using Anthropic’s Claude models.
What are Seller Assistant workflows?
Workflows are custom automations that continuously monitor your business and respond to changes, even when you’re not logged in. You describe them in plain language, set guardrails, and choose whether they only recommend or also take action. You approve any actions before they’re carried out.
What is the Amazon Selling Partner plugin?
It’s a plugin that connects your Amazon data and Seller Assistant’s capabilities to outside AI tools. It launches first in Amazon Quick and in beta with Anthropic’s Claude, with more tools planned.
Is the Seller Assistant plugin available in India?
Not yet. The plugin is currently in beta for sellers in Amazon’s US stores, with international expansion planned.
Is the free Amazon Quick Plus offer available to all sellers?
Every primary account holder globally can sign up for a free 12-month Quick Plus subscription through December 31, 2026. They can also give a free year to two co-workers.
Does Seller Assistant share seller data outside Amazon?
Amazon says Seller Assistant keeps seller data within Amazon’s infrastructure and doesn’t share it outside Amazon. Plugin connections have access limits, require human approval for actions, and keep audit trails.
Do the new Seller Assistant features cost extra?
No. Amazon says the new Seller Assistant capabilities come at no additional cost.
